advertising and public relations 15 principles of marketing
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Advertising and Public Relations
1515
Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to:
1. Define the roles of advertising in the promotion mix
2. Describe the major decisions involved in developing an advertising program
3. Define the role of public relationships in the promotion mix
4. Explain how companies use public relations to communicate with and influence important publics
15-2
Chapter Outline
1. Advertising2. Public Relations
15-3
Advertising
Developing Advertising Programs
• Setting advertising objectives• Setting the advertising budget• Developing advertising strategy• Evaluating advertising campaigns
15-4
Advertising
Developing Advertising ProgramsSetting Advertising Objectives
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time
Objectives are classified by primary purpose• Inform• Persuade• Remind
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Advertising
Developing Advertising ProgramsSetting Advertising Objectives
Informative advertising is used when introducing a new product category; the objective is to build primary demand
• Comparative advertising directly or indirectly compares the brand with one or more other brands
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Advertising
Developing Advertising ProgramsSetting Advertising Objectives
Persuasive advertising is important with increased competition to build selective demand
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Advertising
Developing Advertising ProgramsSetting Advertising Objectives
Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
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Advertising
Developing Advertising ProgramsSetting the Advertising Budget
Factors to consider when setting the budget
• Product life-cycle stage• Market share
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Advertising
Developing Advertising ProgramsSetting the Advertising Budget
Product life-cycle stage• New products require larger budgets• Mature brands require lower budgets
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Advertising
Developing Advertising ProgramsSetting the Advertising Budget
Market share• Building or taking market share requires
larger budgets• Markets with heavy competition or high
advertising clutter require larger budgets
• Undifferentiated brands require larger budgets
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Advertising
Developing Advertising ProgramsDeveloping the Advertising Strategy
Advertising strategy is the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating the advertising message and selecting the advertising media.
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Advertising
Developing Advertising ProgramsCreating the Advertising Message
Advertisements need to break through the clutter:
• Gain attention• Communicate well
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Advertising
Developing Advertising ProgramsCreating the Advertising Message
Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers
• Madison & Vine—the intersection of Madison Avenue and Hollywood—represents the merging of advertising and entertainment
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Advertising
Developing Advertising ProgramsCreating the Advertising Message
Steps in creating effective advertising messages
1. Message strategy2. Creative concept3. Message execution
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Advertising
Developing Advertising ProgramsCreating the Advertising Message
Message strategy is the general message that will be communicated to consumers
• Identifies consumer benefits
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Advertising
Developing Advertising ProgramsCreating the Advertising Message
Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign
Characteristics of the appeals include:• Meaningful• Believable• Distinctive
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Advertising
• Slice of life• Lifestyle• Fantasy• Mood or image• Musical
• Personality symbol• Technical expertise• Scientific evidence• Testimonial evidence
or endorsement
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Developing Advertising ProgramsCreating the Advertising Message
Message execution captures the target market’s attention and interest and can include the following execution styles:
Advertising
Developing Advertising ProgramsCreating the Advertising Message
Message execution also includes:• Tone
• Positive or negative• Attention-getting words• Format
• Illustration• Headline• Copy
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
Major steps include:1. Deciding on reach-frequency-impact2. Selecting media vehicles3. Deciding on media timing
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Frequency is a measure of how many times the average person in the target market is exposed to the message
Impact is the qualitative value of a message exposure through a given medium
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
Selecting media vehicles involves decisions that present the media effectively and efficiently to the target customer and must consider the message’s:
• Impact• Effectiveness• Cost
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
Narrowcasting versus shotgun approaches
Narrowcasting focuses the message on selected market segments
• Lower cost• Targets more effectively• Engages customers better
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
When selecting specific media vehicles, the planner must consider cost of the media as compared to its effectiveness by evaluating:
• Audience quality• Audience engagement• Editorial quality
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Advertising
Developing Advertising ProgramsSelecting Advertising Media
When deciding on media timing, the planner must consider:
• Seasonality• Pattern of the advertising
• Continuity—scheduling within a given period
• Pulsing—scheduling unevenly within a given period
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Advertising
Developing Advertising ProgramsEvaluating Advertising Effectiveness and Return on
Advertising Investment
Types of evaluation include measuring:• Communication effects• Sales and profit effects
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Advertising
Developing Advertising ProgramsEvaluating Advertising Effectiveness and Return on
Advertising Investment
Communication effects indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs
Sales and profit effects compare past sales and profits with past expenditures or through experiments
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Advertising
Developing Advertising ProgramsOther Advertising Considerations
• How will the company organize its advertising function?
• Who will perform which advertising tasks?
• How will the company adapt its advertising strategies and programs to international markets?
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Advertising
Developing Advertising ProgramsOther Advertising Considerations
Organizing for advertising can include:• A salesperson in smaller companies• Advertising departments and outside
agencies in larger companies
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The End